The SAGE Handbook of Social Marketing (eBook, PDF)

Redaktion: Hastings, Gerard; Bryant, Carol A.; Angus, Kathryn

• Format: PDF

Produktbeschreibung

For the first time, this benchmark handbook brings together a systematic framework and state-of-the-art thinking to provide complete coverage of the social marketing discipline. It presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by:

- examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel;

-discussing how these have been used in practice, emphasising emerging areas and recent innovations; and

-setting the agenda for future research and development in the discipline.

For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and post-graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems.

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Produktdetails

• Verlag: SAGE Publications
• Seitenzahl: 468
• Erscheinungstermin: 30. November 2011
• Englisch
• ISBN-13: 9781446254479
• Artikelnr.: 38406471

Autorenporträt

Gerard Hastings is Professor of Social Marketing and Founder and Director of the Institute for Social Marketing and the Centre for Tobacco Control Research at the University of Stirling and the Open University. Kathryn Angus is Editorial Assistant at the Institute for Social Marketing and the Centre for Tobacco Control Research at the University of Stirling and the Open University. Carol Bryant is Distinguished Professor at the University of South Florida Health Sciences Centre.

Inhaltsangabe

Foreword - Philip Kotler and Nancy R. Lee
Introduction: A Movement in Social Marketing - Gerard Hastings
PART ONE: THEORETICAL DEBATES
Theoretical Models of Behaviour Change - Rob Donovan
Social Models for Social Marketing: Social Diffusion, Social Networks,
Social Capital, Social Determinants and Social Franchising - R. Craig
Lefebvre
Relationship Marketing and Social Marketing - Susana Marques and Christine
Domegan
Understanding Social Norms: Upstream and Downstream Applications For Social
Marketers - Patrick Kenny and Gerard Hastings
Design Thinking, Demarketing and Behavioural Economics: Fostering
Interdisciplinary Growth in Social Marketing - R. Craig Lefebvre and Philip
Kotler
Critical Marketing: Theoretical Underpinnings - Michael Saren
New Approaches Towards Resistance to Persuasion - Petia K. Petrova and
Robert B. Cialdini
PART TWO: MARKETING PLANNING
Segmentation and Targeting - Lynne Doner Lotenberg, Carol Schechter and
John Strand
Competition and Positioning - Gary Noble and Debra Z. Basil
The Social Marketing Mix - A Critical Review - Ken Peattie and Sue Peattie
Communications in Social Marketing - Dana L. Alden, Michael D. Basil and
Sameer Deshpande
New Media in Social Marketing - Darren Mays, James B. Weaver and Jay M.
Bernhardt
PART THREE: RESEARCH - ITS ROLE AND TECHNIQUES
Evaluation in Social Marketing - Martine Stead and Robert J. McDermott
Qualitative Research Methods In Social Marketing - Simone Pettigrew and
Michele Roberts
Measurement in Quantitative Methods - Fiona J. Harris
PART FOUR: DANCING WITH THE DEVIL
Critical Marketing: Applications - Janet Hoek
Social Marketing¿s Response to the Alcohol Problem: Whös Conducting the
Orchestra? - Sandra C. Jones
From Social Marketing to Corporate Social Marketing - changing consumption
habits as the new frontier of Corporate Social Responsibility - Guido
Pallazo
Ethical Challenges in Commercial Social Marketing - Thomas Anker and
Klemens Kappel
Internal Social Marketing: Lessons From the Field of Services Marketing -
Anne M. Smith
PART FIVE: UPSTREAM AND SOCIAL CHANGE
Impoverished Consumers and Social Marketing - Ronald Paul Hill
Social Marketing and International Development - Georgina Cairns, Bruce
Mackay and Laura MacDonald
Social Marketing for a Sustainable Environment - Sue Peattie and Ken
Peattie
Business as Unusual: The Contribution of Social Marketing to Government
Policy Making and Strategy Development - Jeff French
PART SIX: SOCIAL MARKETING IN PRACTICE: CASE STUDIES
Social Marketing and Advocacy - William D. Novelli and Boe Workman
Social Marketing and Tobacco Control - Timothy Dewhirst and Wonkyong Beth
Lee
Social Marketing and the Health Educator - Robert J. McDermott, Kelli R.
McCormack Brown and Rosemary Thackeray
Social Marketing: A Future Rooted in the Past - William Smith